> "The more any quantitative social indicator is used for social decision-making, the more subject it will be to corruption pressures and the more apt it will be to distort and corrupt the social processes it is intended to monitor." 1. we have a complex and qualitative goal 2. we find a measurement, in hope that it guides us to achieve that goal 3. the indicator becomes the goal while the ultimate goal is overshadowed 4. the metric, being corrupted and distorted, starts to work against the real goal the dangers of making data-driven decisions based on a single key performance indicator (gdp, grade, etc.) goal --> target --> indicators ## Solution & Response - Stay focused on the top / original / ultimate goal - Review & change metric regularly - Changing metrics forces re-evaluation -- whether the metric still helps to achieve the goal & result - Beare of any distortion, corruption or misuse of data & measurement. - Use multiple measures, both quantitative and qualitative ## Message Don't let the metrics you use cloud your judgement and take you farther away from the actual goal. Always stay focused on the ultimate goal.